PAUL HANCOCK

Clubland meets Gray’s Anatomy, in a campaign designed to explain to teenagers the effects different drugs have on the human body. Annotating these ‘live autopsies’, the tone of the copy was deliberately factual, never preaching, to avoid alienating this extremely hard to reach audience. The result was a campaign that was recognised by 90% of 15-19 year olds. It’s estimated that £28m was diverted away from the criminal underworld, and the campaign saved the UK economy £11m in lost working days. It went on to win the overall Grand Prix at the IPA Effectiveness Awards - and in 2017 was featured in the IPA's '100 Years of Advertising' Hall of Fame.